Marketing channels: Public relations

What can public relations (PR) offer for your startup? In a nutshell, PR tactics focus on spurring people to talk about your product or company—they can help you raise awareness and drive virality about your product or service.

PR tactics promote newsworthy editorial or social content, with measures to ensure that the tenor of the public conversation stays positive.

Public relations differs from other marketing methods in that it is earned—not paid—promotion and coverage.

Paid channels

Earned (“free”) channels

Social (e.g., paid Facebook, Twitter and LinkedIn)

Social (e.g., free Facebook, Twitter, LinkedIn)

Direct sales

PR (e.g., free media publicity, promotion from internal employees)

Out of home (e.g., paid billboards, subway ads)

Virality (e.g., referrals from existing customers)

Affiliate (paid programs for partners to promote)

SEO (e.g., inbound & outbound keyword tactics, backlinks, content)

Trade shows (paid space at events)

Community building (e.g., local meet-ups, speaking engagements, thought leadership content)